1inch has a new brand. Here’s why

1inch has a new home at 1inch.com, and a new visual identity reflects the maturing promise of DeFi as a fundamental technology that will deliver financial freedom for everyone.  

DeFi is the future of finance. But its potential won’t be realized until it’s easier to use. That means integration - the story behind every moment of mass adoption.

From Blackberries, Palm Pilots and mp3 players to the iPhone. From driving between stores to Amazon 1-click orders. And from crawling DEXes, risky cross-chain bridges and integration workarounds…

…to 1inch.com. 

Our new home - and a new visual style that makes it easier to use our products, and reflects the heart of the 1inch mission.

We connect networks. We integrate projects and liquidity. We make systems and products that work simply and efficiently, at scale. We advocate for our vision with everyone from legislators and regulators to TradFi institutions and the ordinary person on the street.

1inch integrates DeFi, so that it works for everyone. 

We move forward as 1”

Design shapes how you use the tools we build

Visual clarity makes our products easier to use. 

Our design is simpler, because we want our interfaces to help you to focus on your goals - and not to get distracted by execution.

This simplicity also reflects the powerful functionality of our technology, which just works - providing the efficiency and reliability our business customers need.

You’ll still find the values and community spirit that have always driven us - in graphic boldness, in traces of our unicorn emblem, and in the way we communicate from day to day.  

But as leaders in DeFi, we represent a maturing industry, ready to be taken seriously by traditional finance, ordinary users and the wider world. 

Efficiency and simplicity are key to the future of finance

Our name was inspired by Bruce Lee’s 1-inch punch - power delivered with precision. That focus on efficiency will continue to guide what we do. 

We began as the first DEX aggregator. Now, we offer a whole product ecosystem, integrate liquidity, and provide infrastructure for a huge range of partners across DeFi, centralized crypto institutions and TradFi. And the more we build, the more we see the importance of integration.

Users want power - but they also want an intuitive experience that just works. Institutions want infrastructure that scales efficiently and offers compliance as standard.  Just as we don’t really think about what makes the internet work anymore - DeFi will reach mass adoption when its technologies and values are taken for granted, because they’re frictionless.  

And the key to all of this is integration.

1inch unites DeFi

Web3 has the potential to become a general purpose technology. Within this, DeFi can redefine how we think about value and exchange. But only if it’s united. That’s our mission: to connect protocols, liquidity and people, so that we can build our financial future together.  

We move forward as 1”